The Challenge: Milwaukee’s Best Light had a strong brand identity; they knew they were beer for the average man. Mother New York, their agency of record, had developed TV spots and print that communicated this message to the masses. But Milwaukee’s Best Light lacked a web presence and Mother New York enlisted our services to help them to develop one.

What We Did to Make It Awesome: We built them a site that’s what we did. But this wasn’t just any old site, this site included hilarious games that all men could relate to including one about sneaking a peek at your best friend’s sister. Then to refresh the site we found this guy Briggs who built pneumatic air cannons and we asked him to build a beer cannon – because what is more fun than shooting beer out of cannons? Well, blowing stuff up of course. We filmed Briggs and his buddies as they blew up unmanly items such as wine, flower pots and TVs that weren’t flat screens. We made a captivating montage of it all and posted it on the site and on YouTube for all to enjoy. This allowed for us to be the first-ever paying advertiser for the Director’s Showcase on YouTube, demonstrating a new paradigm for interactive advertising that has since become nearly universal.

The Results: When the new website launched it had more traffic that month than all of the other Miller sites combined. The cannon videos also have made quite a stir, receiving over 10 million views on YouTube and garnering mentions on major TV networks including CNN.